Mr Kipling bosses save 'exceedingly good' slogan

MR KIPLING will continue to make “exceedingly good cakes” after bosses agreed not to drop the famous catchphrase.

Mr Kipling has been a family favourite since 1967 with its 'exceedingly good' cakes [ALAMY]

Rumours grew in May that the ad slogan, which has been used by the cake maker since 1967, would be scrapped. But now Premier Foods, which owns Mr Kipling, says the end line will still run on the company’s new “Life Is Better With Cake” advertising campaign – which hit the nation’s television screens yesterday.

We were never going to go against the Mr Kipling ethos that has been part of national culture since 1967.

Matthew Critchley

Matthew Critchley, category marketing director at Premier Foods, said: “We know how much the public loves the ‘exceedingly good’ motto.

“We were never going to go against the Mr Kipling ethos that has been part of national culture since 1967.”

The company’s new adverts come after research found 72 per cent of the nation thought cake made life better.